Bolder colors, extreme wear resistance and enhanced sun protection - today's consumers demand more than ever from color cosmetics. This creates new challenges for formulators and manufacturers seeking to enhance the look, feel and performance of foundations, mascara, lipstick and other cosmetic products that engage the senses.

As a global leader in functional polymers, esters and lamellar gels, Ashland Specialty Ingredients, a commercial unit of Ashland, is launching the new "Color Essentials" technology and formulation-development program to better support development of premium cosmetic formulation concepts that break new ground in both form and function.

"From UV-protection and ease of use to wear resistance, a range of benefits are required to fulfill consumer expectations," said Sarah Thiewes, global marketing launch leader, skin care and sun care, Ashland Specialty Ingredients. "The Color Essentials program enables product formulators to effortlessly deliver products that offer these functionalities, as well as improved sensory benefits and deep, rich color. By developing products based on the Color Essentials sample formulations, color cosmetics manufacturers can leverage our expertise to tap into the growing market for premium products."

Meeting consumer expectations

Ashland's Color Essentials program is designed to deliver novel product concepts and higher levels of value to cosmetics formulators looking to improve aesthetics, sensory benefits, and long-lasting waterproofing. As part of the program, Ashland's global R&D network conducted extensive research and concept development to create 11 sample formulations as a starting point for creating innovative color cosmetic products for the latest consumer trends.

Among the sample formulations is long-lasting waterproof mascara that delivers excellent wear resistance and protection from moisture through the use of Ashland's Ganex polymer. Other formulations, such as a gold/plum eye shadow and a shiny red lipstick boast vibrant colors and a rich sensory experience with Ceraphyl esters. A foundation containing Ashland's Escalol UV filters offers superb coverage while protecting skin from damaging radiation. These and other formulations - including lip balm and cream, makeup remover, lipstick, foundation, eye shadow and mousse blush - offer a mix of performance, color vibrancy and ease of formulation.

"We believe the Color Essentials initiative will inspire color cosmetics formulators to develop innovative, premium products that deliver excellent value to consumers. Drawing on our strong R&D capabilities, and robust ingredient portfolio, we are offering formulators a wealth of resources to generate excitement in the category," said Thiewes.